SUB CATEGORY :

FOOD

COMPANY ENTERING :

HAKUHODO INC., TOKYO

TITLE :

SAKERU GUMMY VS LOOONG SAKERU GUMMY CAMPAIGN

BRAND :

SAKERU GUMMY

ADVERTISER :

UHA MIKAKUTO CO., LTD.

AGENCY :

HAKUHODO INC., TOKYO

CREATIVE DIRECTOR :

MITSUAKI IMURA

ACCOUNT EXECUTIVE :

YUI FUNATANI

FILM PRODUCTION COMPANY :

TOHOKUSHINSHA FILM CORPORATION, TOKYO/TYO INC. SPARK, TOKYO/
TFC PLUS CORPORATION

DIRECTOR :

WATARU SATO

CINEMATOGRAPHER :

HIROSHI MACHIDA

GAFFER :

MAKOTO TSUKAYAMA (NEWS)

PRODUCTION DESIGNER :

YASUAKI HARADA (HIDEKI KURODA OFFICE.)

FILM PRODUCER :

KOJI JOKE

PRODUCTION MANAGER :

ANNA YORIMITSU

LOCATION COORDINATOR :

YUJI OYAMA (WAX INC.)

CASTING :

NAOTO CHIBA (NICE HOMERUN)

STYLIST :

MIZUKI YAMAMOTO (GORILLA)

HAIR & MAKE UP :

KINOKO KINOSHITA

POST-PRODUCTION COMPANY :

OMNIBUS JAPAN INC., TOKYO/BLINK INC., TOKYO

OFFLINE EDITOR :

YOSHITAKA HONDA

ONLINE EDITOR :

TOSHIRO TABATA

COLORIST :

YUJI ITO

SOUND PRODUCTION COMPANY :

DEFENSE INC., TOKYO/77HOSHI MUSIC, TOKYO/HIRAKAWAYA, TOKYO

SOUND DESIGNER :

SHOTA HIRAKAWA

SOUND MIXER :

TORU KOMATSU

MUSIC PRODUCER :

KOTA IKEDA

ENGLISH SYNOPSIS :

HER BOYFRIEND, SHORT “SAKERU GUMMY” GUY, IS FURIOUS WITH JEALOUSY WHEN HE SEES “LONG SAKERU GUMMY” ON HER BED.
THEN SUDDENLY SHE COLLAPSES. SHE DRAMATICALLY CLAIMS SHE IS DYING, WHICH IS WHY WHENEVER SHE LOOKS AT LONG THINGS SHE FEELS ASSURED…”

ENGLISH CONTEXT EXPLANATION :

A NEW PRODUCT LINEUP WAS RELEASED FROM “SAKERU GUMMY,” ―LONGER AND EVEN FUNNIER “LONG SAKERU GUMMY.” TO EXPAND
THE EXISTING MARKET SHARE, IT WAS REQUIRED TO MAKE ITS CHILDISH USP “TEARABLE” AND “LONG” MORE APPEALING TO ADULTS. IN ADDITION,
WE HAD TOO SMALL A MEDIA BUDGET TO ENSURE ENOUGH REACH. THEREFORE, OUR SOLUTION WAS “SOAP OPERA” STRATEGY. FIRST,
WE MADE A SOAP OPERA-LIKE TV COMMERCIAL SERIES, “SAKERU GUMMY VS LOOONG SAKERU GUMMY,” WITH 11 EPISODES IN TOTAL, DEPICTING A LOVE TRIANGLE WITH GUMMIES PLAYING KEY ROLES FROM START TO FINISH. THEN WE AIRED EACH EPISODE ON TV SO THAT THE VIEWERS WHO SAW ONE AND REALIZED IT’S PART OF A LONGER STORY WOULD BE TEMPTED TO SEARCH FOR THE REST ONLINE. ONCE THEY SAW ALL 11 EPISODES, THEY WOULD MOST LIKELY SHARE THEM ONLINE. WE DEFINED THAT’S THE GOAL OF THE STRATEGY.